May 15, 12:00 AM UTC 


Behavioral Science 2018: Customer Experience


At this conference, we will examine the customer experience through the lens of recent advances in the behavioral sciences. Speakers will share the latest insights and research-based findings to help marketers deepen their understanding of how consumers think, feel, and act. This conference will be held at Duke University, one of the centers of cutting-edge behavioral science applied to marketing contexts over the last 30 years, and co-chaired by Gavan Fitzsimons, professor of marketing and psychology at Duke’s Fuqua School of Business

Agenda Description

8:00 – 9:00 a.m. Registration & Networking Breakfast
9:00 – 9:30 Welcome Remarks
Cheryl Toto, President and CEO, Marketing Science Institute
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute
Gavan Fitzsimons, Duke University
9:30 – 10:00 Customer Experience & Behavioral Science – A Moment of Truth
Mark Berry, Executive Vice President – Retail & Shopper Insights, Ipsos
Namika Sagara, President, North America, Ipsos Behavioral Science Center

Behavioral science experimentation is becoming more mainstream in the commercial world as academic knowledge and expertise find their way to real world marketing and sales problems. This trial and experimentation period is a “moment of truth” of sorts for academia (relative to the relevancy and accuracy of behavioral science concepts) and commercial firms struggling to find innovative ways to influence behavior to find growth. Through this experimentation period, behavioral science will either transform how marketing and sales decisions are made or become a less influential niche area of application? Mark will explore the current state of the industry in terms of adoption and discuss the industry and academic challenges emerging.
10:00 – 10:30 Stopping “Hedonic Decline” of Once Loved Products
Jeff Galak, Carnegie Mellon University
How consumers enjoy a product over time can be critical to building positive brand associations and to creating loyal customers. Unfortunately, in most cases, enjoyment of a product peaks at the time of purchase and quickly dwindles as time passes. What can be done to minimize this “hedonic decline” and how can firms help consumers to continue enjoying the products that they once loved, but now find dull and prosaic? Jeff Galak will discuss the latest research that speaks to how firms can slow down this “hedonic decline” and keep consumers enjoying the products that they own and (hopefully) choose to repurchase.
10:30 – 11:00 Break
11:00 – 11:30 How Human Behavior Works Against Us When it Comes to Saving Adequately for Retirement
Justin Clowes, Senior Marketing Manager, The Vanguard Group
The use of defaults and systematic solutions has given new life to the 401(k) but problems persist as people continue to have good intentions but rarely change their behavior. We focus on downsides in the present while the future seems much more positive. Learn about how the deck is really stacked against the participant when it comes to saving for retirement and how small incremental steps may help create more positive outcomes.
11:30 – 12:00 p.m. When the “Customer” is a “Couple”: Understanding Financial Decision-Making as a Joint Process
Jenny Olson, Indiana University
Recent consumer research sheds light on how individuals make financial decisions in a variety of domains including saving, investments, and debt management. However, many of life’s largest financial decisions are made in concert with another person (e.g., a couple choosing a mortgage or paying down student loans). Thus, Olson’s research approaches consumer financial decision-making from a dyadic perspective. She will discuss the complexities of working with couples (e.g., different money attitudes, power dynamics), whether “two heads are better than one,” and how to assist couples in making financially optimal decisions.
12:00 – 12:30 p.m. Human Centricity & Behavioral Science – PepsiCo’s Journey
Sarah Maloy, Senior Director, Human & Cultural Insights, PepsiCo
In the era of big data, human centricity is more important than ever. In this talk, Sarah Maloy will talk about PepsiCo’s efforts to drive human centricity across the organization, including a focus on embedding and acting on key Behavioral Science principles. Sarah will talk about how Behavioral Science has impacted PepsiCo’s views on how choices are made and prompted new approaches to both insight generation and hypothesis testing.
12:30 – 2:00 Lunch
2:00 – 2:30 The Psychology of Innovation: Applications in Technology & Healthcare
Stacy Wood, North Carolina State University
The psychological side of innovation is a powerful, but often overlooked, factor in the successful launch and adoption of new products and services. This is especially true in the explosive intersection of technology and healthcare. In this talk, Stacy Wood will discuss new trends and her own research in an attempt to provide insight for managers in all industries.
2:30 – 3:00 Broadening Customer Understanding through Holistic Customer Job and Behavioral Research
Mark Schneid, Head of Environmental Science, North America, Bayer Crop Science
Moving beyond to a narrow view of customers can create transformational innovation opportunities. Mark Schneid will describe research to understand how Bayer Crop Science can contribute to customers’ success by improving their holistic job outcomes. This approach, which combines quantitative outcome-driven elements with observation and ethnography – including “day in the life” research, yields far stronger insights to inform innovation and program development. He will focus on the benefits of holistic job and behavioral research, how it has helped his organization, and how it can create opportunities for substantially higher value for all businesses and industries.
3:00 – 3:30 Break
3:30 – 4:00 The Upside of Busyness: How Feeling Busy Can Increase Productivity
Keith Wilcox, Columbia University
Previous research and anecdotal evidence suggest that when people are busy they have a hard time getting things accomplished. Still, busyness has become an epidemic in society as the past several decades have seen a significant increase in feelings of busyness. What can be done to reduce the negative effects of busyness on productivity? Keith Wilcox will discuss new research demonstrating that how consumers think about busyness has a dramatic impact on their motivation to pursue tasks (e.g., shopping). He will provide recommendations on how managers and policy makers can design interventions to make busy consumers more effective at accomplishing their objectives.
4:00 – 4:30 What Makes An Experience Irresistible?
Adam Alter, New York University
Why do people return to some ideas, products, experiences, and brands over and over again, while others fade from memory and interest almost immediately? What, in short, separates the irresistible from the forgettable? In this talk, Adam Alter will draw from research on casino design, user-experience and user-interface, the worlds of virtual and augmented reality, and digital advertising to backward engineer irresistibility. The answers apply broadly to all forms of business, from online and digital product development to consumer sales, packaged goods, services, politics, medicine, and law.
4:30 – 4:45 Wrap up
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute
4:45 – 6:15 Networking Reception
8:00 – 9:00 a.m. Registration & Networking Breakfast
9:00 – 9:15 Opening Remarks
Cheryl Toto, President and CEO, Marketing Science Institute
Carl F. Mela, Duke University and Executive Director, Marketing Science Institute
Gavan Fitzsimons, Duke University
9:15 – 9:45 Building Up Behavioral Insights Muscle to Drive Organizational Transformation
Ginny Too, Executive Director, Comcast
Businesses today are awash with data and key decision makers grapple with conflicting signals it often generates. Therefore, it is important for the marketing, product and customer experience organizations to bring actionable strategies to life through the lens of consumer behavior. However, building a new age behavior insights team requires different talent and capabilities mix than ever before. It also means that research must be fast, relevant and tied to other quantitative data the organizations are accustomed to leveraging. In this talk, Ravi will share Xfinity’s journey in leveraging customer behavior to drive the brand’s transformation.
9:45 – 10:15 Why Goal Pursuit Fails: Mistaking Efficiency for Effectiveness
Jordan Etkin, Duke University
Why do New Years’ resolutions so often fail? Why do people initiate diets, workout regimens, rewards programs, and savings plans, but then later give up? In this talk, Jordan Etkin will reveal how our culture’s deeply ingrained preference for “fast progress” ultimately leads consumers to fail at their goals. She will discuss new research demonstrating that the most efficient means are not always the most effective, and offer recommendations for how marketers and policy makers can better engineer successful goal pursuit.
10:15 – 10:30 Break
10:30 – 11:00 Medicine Meets Marketing: Do Customer Insights Matter in Healthcare?
Stuart A. Grant, Duke University
As healthcare changes in a digital age, and choice increases in some areas and decreases in others, patient interactions are constantly changing. Insurance plans changes and drugs shortages interact to keep the doctors and patients on their toes. In an industry that was seen by some as professional and immune to marketing, physicians are beginning to understand the role of consumer behavior theory. Stuart Grant will discuss how consumer behavior theory can help physicians better understand the choices of patients, health systems, and themselves
11:00 – 11:30 The Intersection of Image and Text in Social Media Conversations
Jenna Raypon Gopilan, Director, Professional Services, Crimson Hexagon
Social media conversation analysis has traditionally been focused on text and engagement metrics. However, over recent years online consumer conversation has evolved to match current cultural trends with the growing use of memes, hashtags, emojis, videos, and images. With the power of recent technologies applied to big data sets, we now have the capability to analyze images with text on social conversation. In this talk, understand how consumers behave and engage by using images and text to share their experiences and opinions in social media conversations.
11:30 – 12:00 p.m. Closing Remarks
Cheryl Cramer Toto, President & CEO, Marketing Science Institute
Carl Mela, Duke University and Executive Director, Marketing Science Institute

Hotel Accomodations

MSI has secured a block of rooms at the JB Duke Hotel at a discounted rate of $179 per night. In order to secure a room at the group rate, please reserve online here or contact the JB Duke Hotel at (919) 490-0999 and reference the MSI–Fuqua Conference/Group Number 626991 when booking.

MSI’s discounted rate has been extended to Monday, April 23rd. Be sure to book ASAP for the best rates.

JB Duke Hotel
230 Science Drive
Durham, NC 27708

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